Effects of brand anthropomorphism (H1–H3)
| Self-brand integration | Positive emotional connection | Anticipated separation distress | |
|---|---|---|---|
| Mean | Mean | Mean | |
| Anthropomorphism | 3.8 | 3.71 | 3.45 |
| No anthropomorphism | 3.3 | 3.37 | 3.36 |
| F | 6.474* | 4.333* | 0.128 |
| η2 | 0.016 | 0.011 | – |
| Self-brand integration | Positive emotional connection | Anticipated separation distress | |
|---|---|---|---|
| Mean | Mean | Mean | |
| Anthropomorphism | 3.8 | 3.71 | 3.45 |
| No anthropomorphism | 3.3 | 3.37 | 3.36 |
| 6.474* | 4.333* | 0.128 | |
| 0.016 | 0.011 | – |
Notes: MANOVA results: Wilks’ λ=0.978; F(3, 394)=3.02*. *p<0.05
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